Marketecture: Get Smart. Fast.
00:33:50 · Ari Paparo, Eric Franchi
[00:33:50] S0: Yeah. So Netflix has amazing first party customer data because they have a subscription relationship with every household. They know the household. They know the credit card number. They probably know how many people are in the household. They know a lot of things that are very valuable. So I would definitely look to use that data either in PMP form or through a clean room of some kind. I think the content data is not very valuable. You know, genre or other context of the actual programs is probably not that valuable. You just wanna use it in broad swath so you don't show, you know, kids ads on adult content, that sort of thing. But I would definitely use geo. I would use household data. And I like what they're doing on the distribution side. You know, they don't, they started with Xandr through the Microsoft relationship. That was obviously gonna be short lived because Xandr is not a very popular DSP. Now they've opened up to the Trade Desk and DV360, which are the two leading DSPs. So this seems kinda smart to get that distribution. As for creative, you know, it... Everyone wants to do creative, but ultimately, just slap a QR code on your ad and call it a day. [00:34:53] S2: That's where we disagree, but that's okay. We could disagree. Tim, what you got?
00:34:53 · Eric Franchi, Tim Rowe, Ari Paparo
[00:34:53] S2: That's where we disagree, but that's okay. We could disagree. Tim, what you got? [00:34:58] S1: I think it's interesting that whether you're Netflix or a small budding digital out of home network that you probably have the same decisions to make. It sounds like the the the the problems exist at every, every level of scale. I'm thinking about the conversation that you had with Craig from Conde Nast and Mark Manino and kind of pulling those two things together of Mark talked about financial media networks and Craig talked about time on platform being kind of that new metric consumption being the new currency. It feels like there's an opportunity there to integrate more of that data to keep me on Netflix longer. So I don't know how that ultimately plays out, but maybe it's smart things like that. Because to me, Netflix is still a premium product. It's a premium product. It's gotta be smart. Don't do like what what Samsung... I don't need to see seven of the same Capital One ads in one one commercial break. So I look to Netflix to keep a premium experience. [00:36:00] S0: Tim, you did your homework before coming on this podcast. I'm very impressed by by all your callouts for our previous episodes. [00:36:06] S1: I love the Marketecture podcast, and I'm gonna be listening now, after we get off here because I think that what you do is you you bring together so many of those stories that seem disjointed and disconnected. To me, they they are all very connected. Man, we're gonna have
00:36:06 · Tim Rowe, Eric Franchi
[00:36:06] S1: I love the Marketecture podcast, and I'm gonna be listening now, after we get off here because I think that what you do is you you bring together so many of those stories that seem disjointed and disconnected. To me, they they are all very connected. Man, we're gonna have [00:36:21] S2: to have you back. And my god, we are never gonna hear the end of this from Mark Manino. Let's go, Mark. You've created a monster. We didn't put this on the we didn't put this on the on on the docket, worth noting that apparently Amazon had an incredible upfront. You know, numbers weren't provided, but, you know, sounds like, buyers who were surveyed said they increased their, spend with Amazon significantly, and they, they cited the, efficiencies in CPMs being one of the factors. So so just sort of, you know, kind of another data point hanging out there. Super interesting stuff. So a couple other things and we'll we'll call it a day. So IAB and MRC are collaborating for attention measurement, specifically around attention measurement accreditation. So we talked about Adelaide, who my fund invested in a couple weeks ago, and this idea of, you know, attention being an emergent category. Think... And, Ari, I'll ask you, tell me if I'm right or wrong. I think this is a good step towards validation of the category. Right? Like, something for this is needed.
00:37:29 · Ari Paparo, Eric Franchi, Tim Rowe
[00:37:29] S0: Yeah. I I think someone told me, I can't source it, but someone told me there's, like, 20 different attention vendors out there trying to get advertiser dollars. I could confirm. Adelaide's the only one who advertises on this podcast, so shout out to them. But the... But, yeah, if you have that situation with that many vendors calling on agencies and advertisers, then the more standardization, the better. I I think I've said this on a previous pod, which is I do not think attention should be a currency. I I believe in currencies that are very conservative and can be measured at scale, and I think attention, you know, step one is getting some accreditation and some standards. Let's not go too crazy the way we did with viewability, but I think it it would definitely help to have this. [00:38:10] S2: Yeah. Agree. Feels like attention is also tailor made for out of home. Right, Tim? [00:38:15] S1: Well, it's interesting because out of home as an industry is moving away from attention as the currency. To date, mostly the effort has been to adopt a currency of likelihood to see. Recently, there's been an effort opportunity to see aided by ironically the MRC. I don't know what What's everybody's [00:38:38] S2: about using those QR codes?
00:38:38 · Eric Franchi, Tim Rowe
[00:38:38] S2: about using those QR codes? [00:38:40] S1: You know what it is? Here's your hot take. I think that there is by some an effort to potentially artificially inflate the amount of impressions that some of this media gets so that they can make more money. Versus drive down to the job to be done of creating investment confidence for marketers who've never used the channel before to spend on it without losing sleep at night. I think one man's opinion. [00:39:10] S2: Yeah, that makes a lot of sense. Alright, cool. Well, we'll keep an eye on it. A little m and a news. So Attitude, which is programmatic company for publishers, acquired Hashtag Labs. Ari, think you're more familiar with these companies. Why don't you give us the breakdown of of this deal?
00:39:10 · Eric Franchi, Ari Paparo
[00:39:10] S2: Yeah, that makes a lot of sense. Alright, cool. Well, we'll keep an eye on it. A little m and a news. So Attitude, which is programmatic company for publishers, acquired Hashtag Labs. Ari, think you're more familiar with these companies. Why don't you give us the breakdown of of this deal? [00:39:30] S0: Yeah. So I think... And I might be wrong. I know what Hashtag Labs does. I interviewed them on Marketecture. We've made that interview free with registration on marketecture.tv, so you should listen to it. They effectively are automated way for publishers to manage their monetization. So they have technology that will manage your header bidding setup, your pre bid, will do all of that sort of stuff, add tags. It's like a big tag management system, really slick UI. I was pretty impressed by the product when I saw it. I think attitude is kind of the same thing, but also with monetization and services. FreeStar Raptive? Yeah. Yeah. I think so. But I don't know if it's exclusive rep like Raptive or if it's more just like a service. I'm just unclear. Maybe we should have someone from them on the show. But, basically, it's a bit of a broader solution than hashtag. [00:40:20] S2: Got it. Makes sense. I think consolidation of these companies, to service publishers makes a lot of sense. So good job, and check out that free interview on Marketecture TV. Two quick notes, and then we'll we'll call it a day. So, everybody should absolutely look at that deck that you got ahold of for the, the DoubleClick acquisition thesis. That was killer.